我国航空旅客对附加服务选择行为及实证研究  

Choice Behavior of Ancillary Services for Chinese Air Passengers and Empirical Study

作　　者：赵桂红[1] 崔悦[1] 冯迪[2] 李建伏[3] ZHAO Gui-hong;CUI Yue;FENG Di;LI Jian-fu(College of Economic and Management,Civil Aviation University of China,Tianjin 300300,China;TravelSky Technology Limited,Beijing 101318,China;College of Computer Science and Technology,Civil Aviation University of China,Tianjin 300300,China)

机构地区：[1]中国民航大学经济与管理学院,天津300300 [2]中国民航信息网络股份有限公司,北京101318 [3]中国民航大学计算机科学与技术学院,天津300300

出　　处：《系统工程》2020年第2期149-158,共10页Systems Engineering

基　　金：国家自然科学基金资助项目(61103005);民航旅客服务智能化应用技术重点实验室项目。

摘　　要：附加服务需要付费偏离了旅客先前的购买习惯,中国旅客接受度不高。在国内外研究主要侧重于确定影响旅客购买附加服务的因素的基础上,本文同时将影响因素同旅客选择行为结合起来进行研究。首先通过预调查得到最受我国旅客欢迎的前五项附加服务及其意愿支付价格,由此确定研究指标及指标水平;然后构建我国旅客对附加服务的Mixed logit随机选择模型;最后对模型求解,得出中国不同细分市场旅客对附加服务产品的选择行为存在的较大差异。结果表明,旅客对航空保险、优先选择座位和优先值机/登机这三项附加服务有较强的购买意愿;选择低成本航空公司的旅客对附加服务的价格更敏感;飞行时间长、家庭收入高的旅客以及商务旅客对优先选择座位的重视程度较高;休闲旅客更喜欢选择机上餐食和托运行李;旅客个人偏好对附加服务的选择有显著影响。本文的研究将为附加服务产品的设计和优化提供理论基础和决策支持。Ancillary services require payment,which deviates from the previous buying habits of passengers and is not well accepted by Chinese passengers.On the basis of domestic and international research focusing on determining the factors that affect the purchase of ancillary services,this paper combines the influencing factors with the choice behavior of passengers.Firstly,through the preliminary survey,we get the top five ancillary services most popular among Chinese passengers and willingness to pay for them;Then build Mixed logit Random Selection Models for ancillary services for Chinese passengers.Finally,according to the results of the models,it is concluded that there arc great differences in passengers’ choice behavior of ancillary service products in different market segments in China.The results show that:(1) Passengers have strong purchase intention for the three ancillary services of aviation insurance,scat assignment and priority check-in/boarding;(2) Passengers who choose low-cost airlines arc more sensitive to the price of ancillary services;(3) Passengers with long flight time,high family income and business passengers attach more importance to scat preference;(4) Leisure passengers prefer in-flight meals and checked baggage;and(5) The personal preference of passengers has a significant impact on the choice of ancillary services.

关 键 词：航空附加服务 离散选择行为 MIXED LOGIT模型 

分 类 号：F56O[经济管理—产业经济]